Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158
IMPACT OF MASS MEDIA IN PAKISTAN ON SOCIAL, ETHICAL AND ECONOMIC GROUNDS Amaima Yawar Khan Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Amir Razi Assistant Professor, Lahore Business School, University of Lahore Email: [email protected] Rehan Mirza Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Saadia Mazhar Masters of Business and Administration, Lahore Business School, University of Lahore Email: [email protected] Aisha Amjad Masters of Business and Administration,Lahore Business School, University of Lahore Email: [email protected] Umer shafique Masters of business and administration, Lahore Business School, University of Lahore Email: [email protected] Abstract The role of mass media in Pakistani society is tri-dimensional that is informing the public, educating the unknowledgeable and providing entertainment having both positive and negative impact on society and ethics. At the same time mass media has become an important sector of the economy. To find out the source of mass media entertainment in Pakistan, frequently accessed mass media content by different age groups and the current conditions, and practices in which mass media is used and exerts impact on people in Pakistan, a comprehensive questionnaire designed has been fielded for collection of factual information and Non probability convenience sampling has been adopted for this study. 200 respondents have been selected from different cities of Pakistan. It has been found that there is no association between age groups, source of mass media entertainment, frequently accessed media content and views of people regarding the impact of media on society and ethics.
Introduction ion from last two decades. Some studies According to oxford dictionary, the action conducted by UNDP show that there is a of providing or being provided with direct relationship between socio amusement or enjoyment is entertainment. economic development of the country and Now- a- days in a tough routine life, the level of development of its mass people need to release pressure off their media. The media relationship with the shoulders. The basic reason behind society is both reflexive the mass media entertainment is to relax and to gain simultaneously affects and affected by energy to work more efficiently and mass society. Media is more powerful than effectively. There are seven types of mass nuclear devices, said Jawad Jabbar Ex. media, i.e. Print (books, pamphlets, employee PEMRA. Scope of Electronic newspapers, magazines, etc.) from the late media is larger than print or social media, 1400s, Recordings (records, tapes, as its audience even includes illiterate cassettes, cartridges, CD's, DVD's) from people. the late 1800s, Cinema from about 1900, Radio from about 1910, Television from The Pakistan Broadcasting about 1950, Internet from about 1990, Corporation, popularly called Radio mobile phones from about 2000. Mass Pakistan came into being as Pakistan media has emerged as a huge source of Broadcasting Service on 14 August 1947 entertainment and specially informat when Pakistan emerged on the world map
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as a new country. At independence Mass Media has become a major sector of Pakistan possessed three radio stations economy over the last 15 years. The media at Dhaka (established in in fact is providing support to all sectors of 1939), Lahore (1937) economy and development in terms of and Peshawar (1936) and it is the result of connectivity. It is a major vehicle for tremendous growth of mass media that , sharing information on diverse areas of there are at least 106 licensed FM radio intervention. station and a countless illegal FM stations mostly operated by various madrassas. On Objectives Of The Study November 26, 1964 the first official 1. What is the source of mass media television station commenced entertainment of Pakistani population transmission broadcasts from according to age group? Lahore, followed by Dhaka in 1965 (then 2. Which media content is frequently the capital of East Pakistan). A third center accessed by different age groups? was established in Rawalpindi- 3. What is the impact of mass media in Islamabad in1965 and the fourth in Pakistan on social and economic and Karachi in 1966. Later centers ethical grounds? in Peshawar and Quetta were established 4. What are the views and opinions of by 1974. We now have 90 TV channels different age groups regarding the impact besides 28 foreign channels vying for of mass media in Pakistan? Pakistani audience. The Internet in Pakistan has been Literature Review available since the early 1990s and Akbar, M.W. (2009). Media and according to statistics of ITU 10.4% of the transmission of culture are interrelated population (as of June 2009) is using factors. Media is a strong carrier of internet in Pakistan. Reportedly, there are cultural values and norms. American over 20 million internet users and three media has upper hand on rest of the world million bloggers in Pakistan. With over therefore Muslim countries should protect four million Pakistani users on Facebook, culture from foreign invasion. The must be Pakistan is ranked 26th in the world. The an advisory committee of scholars, media internet and mobile penetration rates in the experts, ulemas, and professors of media country are 23.42% and 60.4% studies who will make laws to defend the respectively. Considering these statistics, negative effects of media. Islamic values technology and ultimately, social media must be advertise and develop through can shape the future of the country. media. Vulgar songs, the usury, interest, music must be forbidden on media. Psychologically, mass media is the need of every individual. Impact of mass media Khan, A.N., Khalid, S., Khan, H.I. and may be positive or negative on social, Jabeen, M. (2011). It is impossible to economic and ethical grounds, because it escape pervading influence of mass media. depends on the mentality of the content A large proportion of individuals had high creator that what message he is delivering amounts of media exposure more in men to the audience, and also on the mentality than in women. In developing country like of the audience, that what type of mindset Pakistan high media exposure has a does each individual have. Media statistically significant negative effect on information should be true and should not body image dissatisfaction of young be moral less. Everything should be university students. according to Islam and should not cross Akbar, M.W., Raza, R.R., Numan, W.D., those limits which ALLAH has set in Zai, N.A. (2013).Media organizations are Quran and Hadith. razors sharpened at both ends having
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baneful effect on the audience. It is of Pakistani people. The major constraint necessary to formulate a code of ethics for and limitation of media are personal mass media. Media should refrain from interest, corruption, political affiliations causing damage to reputation of a person and monetary benefits and due to these or institution. Media professionals should constraints Pakistani media is more like abide by the principles of ethics in agenda following than agenda setting. performing their duties. Mass media is a double edged sword of any society having Method and Procedure of the Study both positive as well as negative effects Nature of the Study depending on the contents. The nature of the study is descriptive. It Sabir, M. (2011). The impact of Pakistani involves collection of data, testing media is wholesome on governance, hypothesis, answering of key questions politics, socioeconomic operations, relating to social, cultural, ethical and education and even religion. The media is economic issues. This type of research is powerful enough to manipulate the public concerned with conditions that exist, opinion and behavior and after the practices that prevail, point of views or induction of private T.V channels free of attitudes that are held, effects that are felt total government control, a phenomenal and trends that are emerging. transformation is insight resulting in powerful media impact on the public Sampling Technique and opinion. The ongoing scenario has been far Characteristics of Sample away from the norms and the principles of Non probability convenience sampling has a responsible journalism and necessitates been adopted for this study. 200 the need for appropriate capacity building respondents have been selected from of the editors and the anchor-persons. different cities of Pakistan to provide requisite information on questionnaire, Akhtar, W., Abbasi, A.S., Umer, S. designed for this purpose. (2011).This article is about the lack of ethics involved in advertisement Tools of Collection of Data campaigns in Pakistan, which conflict with (Questionnaire) the Islamic Shariah, and the discomfort of A comprehensive questionnaire designed customers or consumers who view or read has been fielded for collection of factual or hear about advertisement campaigns information about the current conditions, that show nudity and sexist images to the and practices in which mass media is used public and portray negative messages. and exerts impact on people in Pakistan. Cultural norms and values of society play an important role in shaping the attitudes Hypothesis: of its people. Organizations that are H1: There is no association between age making use of indecent language, nudity in group and source of mass media content. advertisements for marketing their H2: There is no association between age products in Pakistan are creating group and frequently accessed mass media offensiveness in the minds of consumers content. for their products. H3: There is no association between views regarding impact of mass media on society Sabir, M. (2012). History shows that and ethics in Pakistan and age groups. Pakistani media has been controlled by state. Media is a strong agent of change but its change depends on the broadcast Results content. Media has been able to influence 9.3 % people get most entertainment from the cultural, social and political perception print media, 3.7% from recordings, 1.9%
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from cinema, 20.4% from television, 50% phone. (Table- 1) from internet, and 14.8% from mobile
Table-1 Distribution Of Mass Media Source Of Entertainment In Pakistan Of Age Group (10-19)
Print recordings cinema television internet Mobile Total phone f % f % f % f % f % f % f % 5 9.3 2 3.7 1 1.9 11 20.4 27 50 8 14.8 54 100
6.8 % people get most entertainment from print media, 4.1% from recordings, 12.2% from cinema, 5.4% from radio, 14.9% from television, 47.3% from internet, and 7% from mobile phone. (Table- 2) Table-2 Distribution Of Mass Media Source Of Entertainment In Pakistan Of Age Group (20-29)
Print recordings cinema radio television internet Mobile total phone f % f % f % f % f % f % f % f % 5 6.8 3 4.1 9 12.2 4 5.4 11 14.9 35 47.3 7 9.5 74 100
20 % people get most entertainment from print media, 2.9% from recordings, 5.7% from radio, 34.3% from television, 31.4% from internet, and 5.7% from mobile phone. (Table- 3) Table-3 Distribution Of Mass Media Source Of Entertainment In Pakistan Of Age Group (30-39) Print recordings radio television internet Mobile Total phone f % f % f % f % f % f % f % 7 20 1 2.9 2 5.7 12 34.3 11 31.4 2 5.7 35 100 10.8 % people get most entertainment from print media, 2.7% from recordings, 8.1% from cinema, 2.7% from radio, 27% from television, 37.8% from internet, and 4% from mobile phone. (Table-4)
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Table- 4 Distribution Of Mass Media Source Of Entertainment In Pakistan Of Age Group (40 And Above)
Print recordings cinema radio television internet Mobile total phone
f % f % f % f % f % f % f % f % 4 10.8 1 2.7 3 8.1 1 2.7 10 27 14 37.8 4 10.8 37 100
18.5% Pakistanis like to access Islamic content, 35.2% like to access informative content, 44.4% like to access entertaining content and 1.9% like to access other content. (Table-5) Table-5 Distribution Of Frequently Accessed Mass Media Content By Age Group (10-19)
Islamic Informative Entertaining Other total f % f % f % f % f % 10 18.5 19 35.2 24 44.4 1 1.9 54 100
24.3% Pakistanis like to access Islamic content, 36.5% like to access informative and entertaining content and 2.7% like to access other content. (Table-6) Table-6 Distribution Of Frequently Accessed Mass Media Content By Age Group (20-29)
Islamic Informative Entertaining Other total f % f % f % f % f % 18 24.3 27 36.5 27 36.5 2 2.7 74 100
22.9% Pakistanis like to access Islamic content, 37.1% like to access informative and entertaining content and 2.9% like to access other content. (Table-7)
Table-7 Distribution Of Frequently Accessed Mass Media Content Among Age Group (30-39)
Islamic Informative Entertaining Other total f % f % f % f % f % 8 22.9 13 37.1 13 37.1 1 2.9 35 100
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24.3% Pakistanis like to access Islamic content, 27% like to access informative content and 48.6% like to access entertaining content. (Table-8) Table-8 Distribution of frequently accessed mass media content by Age group (40 and above)
Islamic Informative Entertaining Other total f % f % f % f % f % 9 24.3 10 27 8 48.6 - - 37 100
Social and Ethical Impact peace, harmony, unity, love, care have a very positive impact on society and ethics. The role of mass media in Pakistani Media supports democracy by bringing out society is tri-dimensional that is informing the democratic norms and inculcating the the public, educating the unknowledgeable same in the general public / polity. and providing entertainment. A survey Providing live coverage of parliament conducted by Gilani Research Foundation, proceedings, activities of politicians, which carried out by Gallup Pakistan programs on democracies are few of the revealed that more than half (52%) of all examples. On the other hand media has Pakistanis consider media to be a source of also negative impact on Pakistani society awareness, while 29% believed otherwise. and ethics. The media with their rootless Mass media has given each of us a culture have been diffusing a culture of platform to voice our opinions on different nuclear families and neo-local families. social and political issues and share Pakistani society is experiencing the information with one another. Social erosion of practical religion and the Media has enabled the PYA (Pakistan tendency is towards greater ritualism. Youth Alliance) and other like-minded Sometimes the information reported by groups to share their experiences, gain media is not authentic from every angle credibility and appreciation from other and and misrepresents the situation. has removed our dependence on state Misleading messages divert young controlled flow of information. Youth Pakistani minds towards wrong path. have the opportunity to comment on even Wrong interpretation of messages and those topics which have long been news create further unrest and violence in considered taboo. Pakistani media is very case of extreme situations. The media vibrant and has become the most powerful plays an integral role in adolescent in changing opinions and views of development. Some 76% of aggressive Pakistanis. Discussion programs are being and violent behavior was demonstrated arranged on television and radio on after excessive television viewing subjects such as death, violence, drugs, according to a study. Students of Pakistan morality, human relationships, the women highly involved in the social media as the liberation movement, politics, religion and research was being published by BBC culture. As watch dogs the media keeps a news unveiled this fact that 67% of the close watch on the misdeeds and wrong total respondents of face book comprised doings of government and report to the of youth and students, so this compliment masses. Movies, dramas, documentaries the fact that students have more focus and and programs which promote Islamic and relation to this social media. The very eastern culture and convey message of common social media include Face book
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and Twitter. The impact of social media on the weapons of their social and cultural students is very much severe and if it is not values. But Pakistani electronic media is taken positively it will threaten the future trying to live under the death of social and of millions of the students in Pakistan. cultural values as the majority of Pakistani According to an online IT portal of TV Channels have a focused policy to Pakistan it was indicated that “3.4 million copy the Indian TV theories in order to users from Pakistan on Facebook are grab more viewer ship for their financial male, while rest of 1.6 population is interests. Mass media in Pakistan are female. 76 percent of these users from operating in the society where norms and Pakistan are aged between 18-34”. It is traditions are based on the Islamic culture. said that “Twitter and Facebook In the developing society like ours, norms initiatives and comments have the power and values are not merely bearing the to change people’s minds”. An untamed Islamic impact but have the rational beast if not regulated properly, it can boundaries. In Pakistan the ethical unleash great havoc and pain in Pakistani boundaries are partly similar to those of society, as the violent videos on the web other countries having different has done permanent damage to many. demographic, religious and social Media is trying to make this century only backgrounds. In Pakistan, CPNE, for those women with perfect bodies and it APNS and PFUJ have developed the code is one of the big factors why our wives, of ethics to follow. Mass media here is daughters, sisters and a lot more women in involved in the race of popularity, politics our society are at health risks. Women take and intension to break the news and could the issue of perfect body so serious that not manage to deliver the quality they risk their lives to achieve of what they information to the audience. Although believe is the media’s perception of a mass media in Pakistan have intentionally perfect body. Some negative outcome followed the ethical lines to disseminate includes disorders and a lot of stress to our the credible information, which caused to women in the society. Pakistani channels the gradual rise in the maturity in the are promoting western culture more than attitude towards politics and the social Pakistani culture. Youth is more responsibility. Media ethics kept the influenced by it and is adopting their ways journalism and cultural industries with the and few of which are actually unethical responsibility to perform for the and against our religious values and betterment of society. But in the haste to morals. Other than this, Pakistani movies be first in delivering the news and and stage dramas are depicting a negative information to the audience and for the image of Pakistani culture. The stage sake of being popular among the viewers, dramas in the name of comedy are readers and listeners, they compromised exploiting women’s image in a worse way the media ethical values. and humiliating their existence. Our media has hijacked the real issues of our society Economic Impact and reported on fabricated issues. Another In (2007-2008) the cable television sector aspect of our electronic media is to employed 30,000 people, PTV employed criticize too much against the country. In 6000 people, and Radio Pakistan had the Mumbai attack our media played a manpower of over 3000. The fast negative role. The media highlighted expanding private electronic media in total human rights violations in the country but has generated direct employment for more failed in playing its due role in opinion than 50,000 people. The electronic media building and educating the masses. It is a generated revenue of Rs 8 billion per year proven universal opinion that communities which was expected to grow to Rs 20 always have won all their battles through billion by the close of the year 2007-08.
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The advertising industry of Pakistan has all operators intend to grab their share. annual billings of more than Rs 3 billion Revenues of the telecom sector during the per annum. Also the investment in print 2011-12, standing at Rs 363 billion media is more than Rs 10 billion. Medium compared to the last year 344.2 billion Term Development Framework (MTDF) show an increase of 5.4 percent. Regarding 2005-10 envisaged an investment of Rs 5 the impact of investment in billion over five years in the Mass Media telecommunication sector, it proves sector. The media in fact is providing beneficial for most of the countries support to all sectors of economy and especially the countries which want to development in terms of connectivity. The develop their economy. The inflow of private sector investment so far is about Rs capital in the form of FDI in telecom 126 billion generating jobs for about sector is a major benefit for them, then the 1,50,000 people. Revenue of Rs 235,613 increase in tax revenues and job million was generated by telecom sector in opportunities in this sector also give them 2007. This contribution has major impact an edge for growth, especially in on economy of Pakistan. The sector is developingcountries. Telecommunication currently contributing 2% GDP out of 7% development has a very strong impact on to the Government of Pakistan. In the last the growth of an economy, but here sound 2-3 years the telecom sector has attracted planning is required to fulfill the record inflows of FDI. During 2008-2009 requirement of an economy, so that total revenue collected by the Government telecom sector can play a role in industrial, from telecommunication sector was more agricultural, financial and manufacturing than Rs. 100 billion. Telecom sector sector of economy. On the other hand use revenue grew by 20 percent in 2009 and of internet makes the fastest source of generated Rs 327.8 billion in the communication and generating more economy. During 2009 Foreign Direct business activities. Investment (FDI) stood at 815 million The responses of Pakistanis in the age dollar. Total investments in the sector group (10-19) are as follows: (Table-9) stood at 1.7 billion dollar and Telecom 35.2% people were” neutral” that they imports grew by 20 percent and reached have high trust level on information 1.6 billion dollar. By April 2010, there provided by Pakistani media and 31.5% were 97.6 million mobile phone people” agree” that they have low trust consumers in Pakistan. Currently there are level on information provided by Pakistani about 3.5 million internet subscribers all media. 31.5%people “agree” that they across in Pakistan whereas total users ignore a controversial program they have crossed 17 million marks. Currently watched on Television, 42.6% were around 3,002 cities are connected to “neutral” about criticizing a controversial internet. It is the most documented sector program they have watched on Television of the economy and a heavily taxed sector and 37% people” agree” that they verify as compared to others. Pakistan is on the the controversial program they have verge of a telecom revolution and is by far watched on television. 29.6% people were the most attractive sector in Pakistan in “neutral” about the satisfaction with the terms of Foreign Direct Investment performance of Pakistani media. 46.3% coming into the country. Since people “agree” that international liberalization, over the past four years, the entertainment channels have a harmful Pakistani telecom sector has attracted more effect on the ethics of Pakistani children. than $9 billion in foreign investments. It is 40.7% people “agree” that Indian and expected that the trend of investment may western thoughts are dominating Pakistani continue in the next 5 years because large media. 46.3% people “disagree” that potential market still exists in Pakistan and Pakistani media promotes Islamic culture
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and values. 37% people” agree” that people” agree” that government must ban Media without necessary restrictions is unethical and vulgar content accessible to responsible for spreading vulgarity. 57.4% Pakistanis.
Table- 9 Distribution of impact of mass media in Pakistan on social and ethical grounds among age group (10-19)
Questions Strongly Agree Neutral Disagree Strongly Total Agree Disagree
f % f % f % f % f % f % Your trust level on 8 14.8 12 22.2 19 35.2 11 20.4 4 7.4 54 100 information provided by Pakistani media is high Your trust level on 8 14.8 17 31.5 12 22.2 12 22.2 5 9.3 54 100 information provided by Pakistani media is low When you watch a 7 13 17 31.5 12 22.5 15 27.8 3 5.6 54 100 controversial program on TV, you ignore it. When you watch a 4 7.4 13 24.1 23 42.6 12 22.2 2 3.7 54 100 controversial program on TV, you criticize it. When you watch a 3 5.6 20 37 14 25.9 11 20.4 6 11.1 54 100 controversial program on TV, you verify it. You are satisfied 7 13 15 27.8 16 29.6 8 14.8 8 14.8 54 100 with the performance of our media. International 25 46.3 15 27.8 6 11.1 4 7.4 4 7.4 54 100 entertainment channels have a harmful effect on the ethics of Pakistani children. Indian and western 22 40.7 15 27.8 7 13 10 18.5 - - 54 100 thoughts are dominating Pakistani media.
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Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158
Pakistani mass 3 5.6 5 9.3 13 24.1 25 46.3 8 14.8 54 100 media promote Islamic culture and values. Media without 15 27.8 20 37 10 18.5 6 11.1 3 5.6 54 100 necessary restrictions is responsible for spreading vulgarity. Government must 31 57.4 12 22.2 8 14.8 2 3.7 1 1.9 54 100 ban unethical and vulgar content accessible to Pakistanis.
The responses of Pakistanis in the age ethics of Pakistani children. 44.6% people group (20-29) are as follows: (Table- “strongly agree” that Indian and western 10)32.4% people were” neutral” that they thoughts are dominating Pakistani media. have high trust level on information 29.7% people were “neutral” that provided by Pakistani media and 31.1% Pakistani media promotes Islamic culture people were” neutral” that they have low and values. 43.2% people” agree” that trust level on information provided by Media without necessary restrictions is Pakistani media. 40.5%people “agree” responsible for spreading vulgarity. 50% that they ignore a controversial program people” agree” that government must ban they have watched on Television, 43.2% unethical and vulgar content accessible to people “agree” about criticizing a Pakistanis. controversial program they have watched on Television and 36.5% people were” neutral” that they verify the controversial program they have watched on television. 32.4% people “agree” about the satisfaction with the performance of Pakistani media. 41.9% people “strongly agree” that international entertainment channels have a harmful effect on the
Table-10 Distribution of impact of mass media in Pakistan on social and ethical grounds among age group (20-29)
Questions Strongly Agree Neutral Disagree Strongly Total Agree Disagree
f % f % f % f % f % f % Your trust level on 7 9.5 20 27 24 15 20. 8 10. 74 100 information 32. 3 8 provided by 4 Pakistani media is high
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Your trust level on 16 21. 19 25. 23 31. 12 16. 4 5.4 74 100 information 6 7 1 2 provided by Pakistani media is low When you watch a 9 12. 30 40. 25 33. 7 9.5 3 4.1 74 100 controversial 2 5 8 program on TV, you ignore it. When you watch a 7 9.5 32 43. 22 29. 12 16. 1 1.4 74 100 controversial 2 7 2 program on TV, you criticize it. When you watch a 5 6.8 16 21. 27 36. 19 25. 7 9.5 74 100 controversial 6 5 7 program on TV, you verify it. You are satisfied 3 4.1 24 32. 18 24. 14 18. 15 20. 74 100 with the 4 3 9 3 performance of our media. International 31 41. 20 27 11 14. 8 10. 4 5.4 74 100 entertainment 9 9 8 channels have a harmful effect on the ethics of Pakistan children. Indian and western 33 44. 21 28. 9 12. 7 9.5 4 5.4 74 100 thoughts are 6 4 2 dominating Pakistani media. Pakistani mass 7 9.5 13 17. 22 29. 20 27 12 16 74 100 media promote 6 7 Islamic culture and values. Media without 22 29. 32 43. 14 18. 3 4.1 3 4.1 74 100 necessary 7 2 9 restrictions is responsible for spreading vulgarity. Government must 37 50 23 31. 8 10. 4 5.4 2 2.7 74 100 ban unethical and 1 8 vulgar content accessible to Pakistanis.
The responses of Pakistanis in the age high trust level on information provided by group (30-39) are as follows: (Table- Pakistani media and 31.4% people 11)37.1% people ” agree” that they have “disagree” that they have low trust level
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on information provided by Pakistani 60% people “strongly agree” that Indian media. 31.4%people “disagree” that they and western thoughts are dominating ignore a controversial program they have Pakistani media. 31.4% people watched on Television, 45.7% people “disagree” that Pakistani media promotes “agree” about criticizing a controversial Islamic culture and values. 51.4% people program they have watched on Television “strongly agree” that Media without and 28.6% people” agree” that they verify necessary restrictions is responsible for the controversial program they have spreading vulgarity. 77.1% people watched on television. 28.6% people were “strongly agree” that government must “neutral” about the satisfaction with the ban unethical and vulgar content performance of Pakistani media. 65.7% accessible to Pakistanis. people “strongly agree” that international entertainment channels have a harmful effect on the ethics of Pakistani children.
Table- 11 Distribution of impact of mass media in Pakistan on social and ethical grounds among age group (30-39)
Questions Strongly Agree Neutral Disagree Strongly Total Agree Disagree f % f % f % f % f % f % Your trust 3 8.6 13 37.1 10 28.6 4 11.4 5 14.3 35 100 level on information provided by Pakistani media is high. Your trust 6 17.1 9 25.7 8 22.9 11 31.4 1 2.9 35 100 level on information provided by Pakistani media is low. When you 5 14.3 7 20 9 25.7 11 31.4 3 86 35 100 watch a controversial program on TV, you ignore it. When you 6 17.1 16 45.7 8 22.9 5 14.3 - - 35 100 watch a controversial program on TV, you criticize it.
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When you 3 8.6 10 28.6 7 20 9 25.7 6 17.1 35 100 watch a controversial program on TV, you verify it. You are 3 8.6 8 22.9 10 28.6 7 20 7 20 35 100 satisfied with the performance of our media. International 23 65.7 9 25.7 1 2.9 - - 2 5.7 35 100 entertainment channels have a harmful effect on the ethics of Pakistan children. Indian and 21 60 9 25.7 4 11.4 - - 1 2.9 35 100 western thoughts are dominating Pakistani media. Pakistani 4 11.4 2 5.7 10 28.6 11 31.4 8 22.9 35 100 mass media promote Islamic culture and values. Media without 18 51.4 11 31.4 4 11.4 1 2.9 1 2.9 35 100 necessary restrictions is responsible for spreading vulgarity. Government 27 77.1 5 14.3 3 8.6 - - - - 35 100 must ban unethical and vulgar content accessible to Pakistanis.
The responses of Pakistanis in the age and 43.2% people” agree” that they have group (40 and above) are as follows: low trust level on information provided by (Table- 12) 45.9% people were” neutral” Pakistani media. 35.1%people were that they have high trust level on “neutral” about ignoring a controversial information provided by Pakistani media program they have watched on Television,
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45.9% were “neutral” about criticizing a “strongly agree” that Indian and western controversial program they have watched thoughts are dominating Pakistani media. on Television and 43.2% people were” 31.6% people “strongly disagree” that neutral” that they verify the controversial Pakistani media promotes Islamic culture program they have watched on television. and values. 35.1% people “strongly 35.1% people were “neutral” about the agree” that Media without necessary satisfaction with the performance of restrictions is responsible for spreading Pakistani media. 40.5% people “strongly vulgarity. 51.4% people “strongly agree” agree” that international entertainment that government must ban unethical and channels have a harmful effect on the vulgar content accessible to Pakistanis ethics of Pakistani children. 48.6% people
Table-12 Distribution of impact of mass media in Pakistan on social and ethical grounds among age group (40 and above)
Questions Strongly Agree Neutral Disagree Strongly Total Agree Disagree f % f % f % f % f % f % Your trust level on 3 8.1 6 16.2 17 45.9 4 10.8 7 18.9 37 100 information provided by Pakistani media is high. Your trust level on 4 10.8 16 43.2 11 29.7 4 10.8 2 5.4 37 100 information provided by Pakistani media is low. When you watch a 6 16.2 9 24.3 13 35.1 8 21.6 1 2.7 37 100 controversial program on TV, you ignore it. When you watch a 3 8.1 12 32.4 17 45.9 5 13.5 - - 37 100 controversial program on TV, you criticize it. When you watch a 6 16.2 9 24.3 16 43.2 3 8.1 3 8.1 37 100 controversial program on TV, you verify it. You are satisfied 2 5.4 7 18.9 13 35.1 11 29.7 4 10.8 37 100 with the performance of our media.
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International 15 40.5 11 29.7 7 18.9 2 5.4 2 5.4 37 100 entertainment channels have a harmful effect on the ethics of Pakistan children. Indian and 18 48.6 10 27 5 13.5 3 8.1 1 2.7 37 100 western thoughts are dominating Pakistani media. Pakistani mass 6 16.2 5 13.5 9 24.3 9 24.3 8 31.6 37 100 media promote Islamic culture and values. Media without 13 35.1 12 32.4 5 13.5 3 8.1 4 10.8 37 100 necessary restrictions is responsible for spreading vulgarity. Government must 19 51.4 5 13.5 5 13.5 5 13.5 3 8.1 37 100 ban unethical and vulgar content accessible to Pakistanis.
Analytical Results table shows the statistical figures of case/question related to source of mass In the case regarding source of mass media media entertainment in Pakistan, in which entertainment in Pakistan, in results there it is clear that the results show no is no association. This shows that association because p-value of this case is Pakistanis of different age groups [(10-19), greater than 0.05 (Table-13) (20-29), (30-39) and (40 and above)] are on the same side regarding the source of mass media entertainment. The following Table -13 There is no association between mass media source of entertainment and age groups
Case/question Chi-square value P-value Remarks Which mass media 23.960 0.156 Insignificant entertains you the most?
In the case regarding frequently accessed accessed mass media content. The mass media content in Pakistan, in results following table shows the statistical there is no association. This shows that figures of case/question related to Pakistanis of different age groups [(10-19), frequently accessed mass media content in (20-29), (30-39) and (40 and above)] are Pakistan, in which it is clear that the on the same side regarding the frequently results show no association because p-
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Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158
value of this case is greater than 0.05 (Table-14) Table- 14 There is no association between frequently accessed mass media content and age groups Cases/questions Chi-square value P-value Remarks Which type of mass 3.544 0.939 Insignificant media content do you like to access? In the cases regarding the impact of mass statistical figures of cases/questions related media in Pakistan on social and ethical to the impact of mass media in Pakistan on grounds, in results there is no association. social and ethical grounds, in which it is This shows that Pakistanis of different age clear that the results show no association groups [(10-19), (20-29), (30-39) and (40 because p-value of all cases is greater than and above)] are on the same side regarding 0.05 (Table-15) the impact of mass media on our society and ethics. The following table shows the
Table-15 There is no association between Impact of mass media in Pakistan on social and ethical grounds and age group Cases Chi-square value p-value Remarks Your trust level on 11.549 0.483 Insignificant information provided by Pakistani media is high. Your trust level on 12.166 0.432 Insignificant information provided by Pakistani media is low When you watch a 15.627 0.209 Insignificant controversial program on TV, you ignore it. When you watch a 14.857 0.249 Insignificant controversial program on TV, you criticize it. When you watch a 16.12 0.186 Insignificant controversial program on TV, you verify it. You are satisfied 10.734 0.552 Insignificant with the
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Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158
performance of our media. International 12.086 0.439 Insignificant entertainment channels have a harmful effect on the ethics of Pakistani children. Indian and 12.599 0.399 Insignificant western thoughts are dominating Pakistani media. Pakistani mass 12.17 0.432 Insignificant media promote Islamic culture and values. Media without 12.478 0.408 Insignificant necessary restrictions is responsible for spreading vulgarity. Government must 20.058 0.065 Insignificant ban unethical and vulgar content accessible to Pakistanis. Conclusion opinions of Pakistanis. Sometimes “Media is a double edged sword it media misrepresents the situation, has benefits, it has vices”. Mass creates controversy contributing to media has both positive as well as worse conditions. The impact of social negative impacts on society and ethics. media is too much severe and if not Media has become a major sector of handled properly, it will harm the the economy over the last 15 years future of millions of students in generating revenue for the economy, Pakistan. Pakistanis have trust on attracting investment, providing direct media that is neither too much high nor as well as indirect employment for the too much low. Most of the Pakistanis people and contributing to gross disagree that Pakistani media is domestic product of the country. The promoting Islamic culture and values. most common source of mass media People see and absorb what media is entertainment for all age groups in showing so it is the responsibility of Pakistan is internet and television. media to realize its role and to promote Whereas trend of Pakistanis (all age morally and ethically favorable groups) is more towards entertaining content. International entertainment and informative content. Media has channels have harmful effect on the power to change the views and
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Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158
ethics of Pakistani children and our communicated to the masses in own media is also dominated by Indian order to increase the trust level of and Western thoughts. Our media is people on media. not paying desired attention towards iv. Pakistani media must not broadcast promoting eastern culture and Islamic controversial content as it lead to cultural and norms. Majority of unnecessary argument, negativity Pakistanis agree that media without and disregards honesty and truth. necessary regulations is responsible for v. International entertainment content spreading vulgarity and that Pakistani that is against our cultural, ethical, government must ban all unethical moral and Islamic values must be content accessible to Pakistanis banned. Only informative and whatever the source of mass media is. education based international media content should be accessible Recommendations to Pakistanis. Following are some ways to reduce the vi. Our media must impose a self- negative impact of mass media: censorship which is basically to say nothing against Pakistan and its i. According to results of above national security institutions. research the most common source vii. Media should portray things in a of mass media entertainment positive way which are according among all age groups in Pakistan to our culture and religion. are internet and television, so the viii. Sensationalism of news to gain respective regularity authorities popularity must not be practiced by must ensure that unethical content media. is neither communicated nor ix. Media should portray simplicity accessible on internet sites, instead of materialism. television as well as on other media x. Showbiz and fashion pages of print sources. media must follow the limits of our ii. According to results of above culture. research the trend of Pakistanis is xi. Unethical content available on towards entertaining and different sources of media must be informative content which is a totally banned by the government. favorable trend but on the other xii. Social networking sites like face hand few people like to access book and twitter should be Islamic content so movies, dramas, accessible between 7pm to 9pm so documentaries containing that the students who are the most messages of Islam must be frequent users of social networking promoted and broadcasted. sites and asset of Pakistan will be iii. Media should avoid personal able to devote more time to studies benefits and bias while and constructive activities. broadcasting information and news. Only truth should be
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